The Future of Advertising: New Media, New Clients, New Consumers in the Post-Television Age PDF Download

Author: Joe Cappo
Publisher: McGraw Hill Professional
ISBN: 9780071462150
Category : Business & Economics
Languages : en
Pages : 274

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Book Description
Joe Cappo is the "New York Times" bestselling author of "How to Think Like a CEO".

Author: Joe Cappo
Publisher: McGraw Hill Professional
ISBN: 0071426191
Category : Business & Economics
Languages : en
Pages : 274

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Book Description
Advertising Age is the world's most widely read resource for advertising industry news, information, and analysis. McGraw-Hill's new Advertising Age series represents an exciting partnership that will--like the magazine itself--provide professionals with vital and usable information that is lively, informative, and indispensable. A celebrated ad veteran talks about where advertising is, where it is going--and how to take advantage of its many changes In The Future of Advertising, international ad industry thought leader Joe Cappo analyzes the factors reshaping today's advertising industry. Advertising and marketing professionals will get thought-provoking and valuable guidance on how to position themselves, their work, and their clients to meet consumer needs in the coming years. In addition to Cappo's input, insight, and anecdotes, pieces from prominent agency heads, advertisers, brand managers, and creatives provide a 360-degree view of the state of advertising today. All readers will learn how to skillfully navigate fast-changing factors including: Changes in the long-entrenched commission system Consolidation of major agencies Internet and E-tailing initiatives

Author: Christina Spurgeon
Publisher: Routledge
ISBN: 1134086210
Category : Business & Economics
Languages : en
Pages : 142

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Book Description
Clear and comprehensive, this book explores the evolving relationship between new media, advertising and new media consumers. Tracing the shift from ‘mass’ media to ‘my’ media, examples are taken from across the globe.

Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337

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Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Author: Sean Brierley
Publisher: Routledge
ISBN: 1317192273
Category : Business & Economics
Languages : en
Pages : 331

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Book Description
The Advertising Handbook provides a critical introduction to advertising and marketing practices today. Contributions from leading international scholars and practitioners offer extended coverage of the contemporary shifts and pressures reshaping the marketing communications (or advertising and marketing) industries and their relationship to the consumer. Profiles and case studies illustrate innovation and diversification among advertising, marketing and public relations companies. Discussion questions aid learning and encourage debate about the activities and influence of advertising today. This Fourth Edition explores the growing significance of: the influence of ‘Big Data’ and automation in digital advertising; tracking and profiling users across digital communications for targeted and personalised marketing communications; the rise of media and advertising integration through sponsored content, product placement, native advertising and other forms of branded content; the dynamic shifts in ad spending and media–advertising relationships across legacy media, online and social media; and the complex profile of consumer behaviour that produces new challenges for brands and branding. Fully revised and updated, this new edition of The Advertising Handbook is a comprehensive and accessible guide to contemporary advertising and marketing theory and practice, designed to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students.

Author: Helen Powell
Publisher: Routledge
ISBN: 1134718926
Category : Business & Economics
Languages : en
Pages : 260

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Book Description
This book unravels the how & why of advertising and places the industry in its social, historical & political context. Focusing on key debates, it explores the competitive practices & discourses which govern the industry & those who work in it.

Author: Frank Cost
Publisher: RIT Cary Graphic Arts Press
ISBN: 9781933360034
Category : Architecture
Languages : en
Pages : 276

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Book Description
Print is so familiar that it remains invisible to the average person. Frank Cost, associate dean of the College of Imaging Arts and Sciences at Rochester Institute of Technology and co-director of the RIT Printing Industry Center, has often wished for a small, fun-to-read book to give to people who were thinking about the world of print for the first time. Most of the available introductory books concentrate heavily on the technology, but say little about how people actually use print, let alone why. The New Medium of Print is a new kind of book: it provides an introduction to the underlying systems for the creation and distribution of print, as well as an exploration of its many and varied contemporary uses. This book is the first in the Printing Industry Center Series: a co-publication of RIT Cary Graphic Arts Press and RIT Printing Industry Center.

Author: John Sinclair
Publisher: Routledge
ISBN: 0415668832
Category : Business & Economics
Languages : en
Pages : 170

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Book Description
Advertising as an object of study. Global trends in the advertising industry. Advertising and the media in motion. Current trends in advertising, media and society. Advertising, globalistion and world and world regions.

Author: Mark Deuze
Publisher: John Wiley & Sons
ISBN: 0745658113
Category : Social Science
Languages : en
Pages : 387

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Book Description
The media are home to an eclectic bunch of people. This book is about who they are, what they do, and what their work means to them. Based on interviews with media professionals in the United States, New Zealand, South Africa, and The Netherlands, and drawing from both scholarly and professional literatures in a wide variety of disciplines, it offers an account of what it is like to work in the media today. Media professionals face tough choices. Boundaries are drawn and erased: between commerce and creativity, between individualism and teamwork, between security and independence. Digital media supercharge these dilemmas, as industries merge and media converge, as audiences become co-creators of content online. The media industries are the pioneers of the digital age. This book is a critical primer on how media workers manage to survive, and is essential reading for anyone considering a career in the media, or who wishes to understand how the media are made.

Author: Amanda D Lotz
Publisher: NYU Press
ISBN: 1479830070
Category : Performing Arts
Languages : en
Pages : 411

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Book Description
“Incredibly prescient . . . the revised edition updates its account to reflect an age when Hulu, Netflix, and Amazon are now competing for Emmy and Peabody Awards.” —Henry Jenkins, coauthor of Spreadable Media: Creating Meaning and Value in a Networked Culture Many proclaimed the “end of television” in the early years of the twenty-first century, as capabilities and features of the boxes that occupied a central space in American living rooms for the preceding fifty years were radically remade. In this revised second edition of her definitive book, Amanda D. Lotz proves that rumors of the death of television were greatly exaggerated and explores how new distribution and viewing technologies have resurrected the medium. Shifts in the basic practices of making and distributing television have not been hastening its demise but redefining what we can do with it, what we expect from it, how we use it—in short, revolutionizing it. Television, as both a technology and a tool for cultural storytelling, remains as important today as ever, but it has changed in fundamental ways. The Television Will Be Revolutionized provides a sophisticated history of the present, examining television in what Lotz terms the “post-network” era while providing frameworks for understanding the continued change in the medium. The second edition addresses adjustments throughout the industry wrought by broadband-delivered television such as Netflix, YouTube, and cross-platform initiatives like TV Everywhere, as well as how technologies such as tablets and smartphones have changed how and where we view. Lotz begins to deconstruct the future of different kinds of television—exploring how “prized content,” live televised sports, and linear viewing may all be “television,” but very different types of television for both viewers and producers. Through interviews with those working in the industry, surveys of trade publications, and consideration of an extensive array of popular shows, Lotz takes us behind the screen to explore what is changing, why it is changing, and why the changes matter. “[A] thorough and engaging analysis.” —Velvet Light Trap “Thick with trade facts and figures.” —Popular Communication